Expert to open first Power-stores in Finland

ReporterApril 15, 2016May 11, 2016Comments Off on Expert to open first Power-stores in Finland

Updated. Electronics chain Expert takes the chain concept Power to Finland, In May two rebranded stores open, in Tammisto Vanda and Kaleva Tampere.

Power is Expert’s reply to the bigger Elgiganten-stores in Denmark. Originally it was a Swedish chain that Coop launched, bought and unsuccessfully rebranded by Expert to Expert Stormarknad. Last year Expert re-introduced the name in Denmark – and now in Finland. The reason was to compete with Elkjøp/Elgiganten/Gigantti for real with big size formats.

Helsingin Sanomat writes that the chain will open at least 20-30 units in Finland, some of them are rebranded Expert-stores and some are new establishments.’

The strategy is aggressive price setting – but it is overall the same concept introduced in the new Expert-stores in Finland. Digital price tags and a softer and more informative store design with touch and feel-goods are key components.